by Ling Cao

As China’s largest retailer, JD has helped companies to connect to domestic channels via creative sales and marketing models. During 618, over 10,000 foreign trade companies have joined the campaign. Sales volumes doubled and the campaign also helped release a massive amount of inventory.

O&O Consulting recently published the “2020 618 Online Retail Market Research Report”. It shared that, due to the epidemic, many factories and industries which rely on foreign trade business have suffered, and digitization is needed urgently, and will be the new engine for industrial economic growth, and JD Super’s digital innovative marketing is one of the tools in this effort.

Zheng’an, a county located in a mountainous area of Guizhou province, is dominating the guitar industry globally. Its guitars have been exported to over 30 countries and regions, including the U.S. and Brazil. More than 6 million guitars were sold in 2019, generating sales of nearly RMB 6 billion yuan. COVID-19, however, has disrupted normal operations and led to order delays, as well as shrank over 60% of domestic market share.

On June 18, JD Super cooperated with county head of Zheng’an to do livestreaming, and invited singers and guitar players and bands to join the initiative. The initiative generated RMB 590,000 yuan in sales.

(ling.cao@jd.com)

by Yuchuan Wang

The “2020 618 Online Retail Market Research Report” published by O&O Consulting, a Beijing based firm, shows that during this year’s 618 promotion, omnichannel integration and e-commerce livestreaming provided more convenient services and more diversified choices to Chinese consumers.

COVID-19 has accelerated the progress of omnichannel integration. As a leader in the area, during this 618, JD.com has collaborated with numerous offline establishments such as department stores, supermarkets and convenience stores to offer a round-the-clock seamless shopping experience, including price and coupons synchronization between online and offline. In addition, transaction volume of JD’s omnichannel supply chain innovation project increased 30 times from June 1- 18 compared with the same period in April.

According to the report, livestreaming also plays an important role in omnichannel development. During this 618, JD launched over 300,000 livestreams to stimulate consumption, benefitting both consumers and brands.

JD Live invited more than 100 civil servants, such as mayors and county heads as livestreaming anchors to promote local agricultural products, attracting more than 120 million visitors. JD also invited top executives from brands. The livestreaming with Unilever executives led the brand’s transaction volume to increase over 60% year-on-year during 618.

(yuchuan.wang@jd.com)

by Yuchuan Wang

On July 13^th, JD announced that Chinese rocker Wang Feng, will join JD Live exclusively as Chief Livestreaming Officer for JD’s flash sales. His first e-commerce livestream on JD will be on July 15^th, after which he will continue long-term and frequent livestreams going forward.

Wang is known in China not only as a rocker, but also as the husband of world famous actress Zhang Ziyi. As Chief Livestreaming Officer, he will fully participate in the product selection process and try the products to ensure that only high quality goods are recommended to consumers. JD’s strong supply chain ability will further guarantee consumers’ shopping experience.

During this year’s 618 Grand Promotion, JD invited over 300 celebrities into its livestreaming room and brought rock concerts and musical festivals online through JD Live, its livestreaming platform. The company is committed to bringing more fun and value to consumers and brand owners, in addition to selling products.

(yuchuan.wang@jd.com)

by Ling Cao

On July 10^th, Starbucks held a soft-opening of its new store at JD headquarters in Beijing.

This store covers an area of 90 square meters, and offers a comprehensive range of categories, including coffee, beverages, pastries and dessert, as well as coffee beans and mugs.

This is the latest in a series of popular stores opening at JD’s HQ in an effort to continuously enhance staff benefits and the working environment. Employees can enjoy a 15% discount on coffee and beverages.

MUJI‘s new form, MUJIcom, KFC and popular milk tea brand HEYTEA have all recently opened at JD.

(ling.cao@jd.com)

by Rachel Liu

On July 8^th, Swedish footwear brand Axel Arigato debuts in China on JD, introducing its AW20 collection and its classic collections.

Founded by Max Svardh and Albin Johansson in 2014, Axel Arigato releases a new shoe or sneaker design every week, and uses social media platforms such as Instagram to interact with customers. With its unique fashion style, continuous innovation and marketing programs, Axel Arigato has gained many loyal customers in over 100 countries.

All the products in the Axel Arigato store on JD are selected by JD’s luxury buyers based on Chinese customers’ preference, and provided directly by authorized channels of the brand. Customers can also enjoy JD’s Luxury Express service. The launch of Axel Arigato will provide more fashion choices for young customers on JD. Over 200 luxury brands have launched official flagship stores on JD to date.

(liuchang61@jd.com)